JSGS researcher: Rethinking policy through the lens of behavioural science

Dr. Yang Yang (PhD) didn’t always envision a career in academia. Growing up in Tianjin, China, she was inspired by her parents – both dedicated health professionals – and imagined a similar path for herself.

“I always wanted to become a doctor,” she said.

In the end, she did become one – just not the kind who writes medical prescriptions.

“I pursue knowledge – constantly learning, questioning, and sharing what I find with others,” she said.

Now an associate professor at the Johnson Shoyama Graduate School of Public Policy (JSGS), University of Saskatchewan (USask) campus, Yang combines economic theory with behavioural science and public policy to tackle some of today’s most complex challenges.

Her academic journey began with a bachelor’s degree in economics in China, followed by master’s studies in finance and economics in Sweden, before eventually moving to Canada, where she earned her PhD in agricultural economics at USask.

An economist by training, Yang was initially immersed in classical economic theory, dominated by assumptions of rational decision-making. She experienced a pivotal shift after reading Daniel Kahneman’s book, Thinking, Fast and Slow.

“It changed the way I see human behaviour,” she recalled. “We don’t always make choices based on facts or logic – we rely on mental shortcuts that shape our decisions in powerful ways.”

This sparked her research direction: how to design policies that resonate with how people actually think and behave. Today, her work spans everything from agri-food decision-making, science communication, to municipal finance.

In a recent collaboration with the City of Saskatoon, Yang worked on a project to identify potential avenues for property tax policy reform and strategies to more effectively communicate these changes with the residents.

In another study, she examined how Canadians respond to different types of sustainability claims on food products and how these claims shape consumer preferences. Her research also extends to the Circumpolar North, where she explored market potential of Arctic foods and trust in authenticity and certification for Arctic food industries, a region where economic opportunity and environmental stewardship are tightly intertwined.

More recently, Yang is contributing to two Genome Canada-funded projects examining public perception of low-emission food crops produced with emerging biotechnologies. By analyzing how different food labels such as ‘low-carbon footprint’ or ‘nutritional value’ shape consumer choices, the projects aim to improve how we talk about climate-smart agriculture that connects with the public.  

At the core of her work is a simple question: how can we build policies that meet people where they are?

“Behavioural insights help us design supporting systems that nudge toward better outcomes – more healthier food choices, more sustainable agri-food systems, more equitable tax avenues, and policies that are both practical and people-centred.”

Yang’s commitment to equity is also shaped by her lived experience. As an Asian woman in a field still lacking visible diversity in leadership, she reflects on how her identity shapes the way she navigates these spaces.

“When there is a lack of representation, it can feel like an uphill climb – there is a constant pressure to prove that you belong, to work harder, and to achieve more just to be seen as equally capable.”

That awareness drives her commitment to mentoring students and to advocating for inclusive research. She’s passionate about creating space for students with underrepresented backgrounds to thrive.

“Diverse perspectives strengthen research and teaching,” she said. “I hope to contribute to an academic environment where the next generation of scholars feel empowered to pursue their passion, without limitations or barriers.”

Despite the demands of academic life, it’s the everyday moments – curious conversations, mentoring breakthroughs, and shared discoveries – that keep her inspired.

“Academia is a marathon, but it’s also an unparalleled space for curiosity, deep thinking, and real impact,” she said. 

What she also values is mentoring and supporting graduate students.

“Watching students grow into confident and independent policy researchers is the most fulfilling part,” she said. “Playing even a small role in their journey is a privilege and a reminder of why I love my work.”

If grant funding wasn’t an obstacle, Yang has a bold vision: creating a global behavioural lab network – a synchronized, cross-country network of behavioural labs conducting real-time experiments to explore real-world decision-making and policy outcomes.

“It would be the first of its kind – a game-changing platform for global behavioural research,” she said.

Until then, she’ll keep working across disciplines and sectors, bringing a behavioural science perspective to the policies that shape our lives and the systems that feed our future.